Mobile Marketing: An Hour a Day

Tuesday: Define Your SEM Plan

We've long said that mobile isn't so much a surf medium as it is a search medium. When you are in the mobile context, particularly when you're using a smartphone or even a feature phone (as opposed to a tablet), you're almost always surfing with specific intent. Sure, sometimes you're killing time with Angry Birds or Words with Friends, but for the most part, you're looking for something: an address, a fact, a product, a phone number. Mobile (smartphone) behavior, in short, focuses most often on finding rather than casual browsing. Hence, our ever-increasing need to search. Google, for example, stated in October 2011 that 40 percent of mobile searches on its network carried local intent, suggesting that there is ...